Chin Zeng Zhaoxia: The "Enclosure" in the field of female rapid modelling

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I black Horse Note: Chin was founded in 2007, headquartered in Canton, is a distribution in the streets, the community stores for the 30-year-old to 45-year-old women to provide makeup, skin care, disk hair services company. May, its founder Zeng Zhaoxia announced: Chin has been nearly billion of a round of financing. Through the extraordinary exaggeration, chin has been all over the country, has been the target of 300,000 stores around the world.

Ultra-conventional expansion

At the end of May, Guangzhou was already quite muggy, but Zeng Zhaoxia still wrapped himself in a thick, bright red racing suit. This was his own design, and he personally selected the stage decoration, a formula car model. The car Schumacher has been on the top podium for countless times in a red racing suit, and Zeng Zhaoxia is also looking for Schumacher's triumph. There are also jiuding investment partner Zhaofong on stage and Zeng Zhaoxia. In this field by the Guangzhou Chin Handicraft Co., Ltd. (hereinafter referred to as Chin) held the second Global Fast Modeling Conference and Financing Conference, Zeng Zhaoxia told the table sitting under the hundreds of agents and franchisee: Qian has been a round of financing nearly billion.

Chin was founded in 2007, headquartered in Canton, is a distribution in the streets, community stores for the 30-year-old to 45-year-old women to provide makeup, skin care, disk hair services company. Its founder Zeng Zhaoxia said: "From the functional perspective, chin more like the Ai Kang Ambassador, Ci-ming, such as medical institutions, they cut out from the hospital for a medical examination this separate business, we cut out from cosmetics shop makeup, from the beauty salon cut out of skin care, from the hair shop cut out of the plate hair. "Zeng Zhaoxia the business name is quick modelling. The industry's "boss" is the headquarters of the same Guangzhou company popular beauty, it is waiting for the IPO. Popular beauty was founded at the end of last century, with a total of 3,444 stores last year, with a revenue of 450 million yuan.

Zeng Zhaoxia is 40 years old, not tall and tall. He advocates speed and is a sports car enthusiast. In addition to allowing the event to be filled with racing elements, the names of similar activities each year are such as "fast-lead", "fast-run" and so on. He is ready to overtake popular beauty in the short term. "They have a normal opening shop 200 ~500 home, we have a year to open shop near to do today, we plan to overtake him for two years." At present, Qian's stores about 900. In March 2014, Zeng Zhaoxia proposed financing goals, he asked the investment agencies to complete the work within one months, signed a financing agreement.

In addition to the pursuit of speed, Zeng Zhaoxia also like tossing, doing things. In order to stimulate the agency's desire, let this group of people produce "10 open 100 stores of billionaires, 50 open 25 stores of tens of millions of millionaires," Zeng Zhaoxia 20 core agents to Guangzhou, hire Ferrari, lengthened Hummer, yacht and so carry them to cruise, experience the rich life. When heard that competitors popular beauty to change the past stable style, began to ask Fan Bingbing to do the spokesperson and in the newspaper, TV ads, he felt that the industry into the right track, "in the rapid elimination of product areas with rotten marketing, competitive methods, the industry has not heard." I really want to fight, and I hope the boss shot, he shot I am very excited. "Fight" is not to fight a life-and-death, but together to make the industry bigger. When found that the opponent's game is not very powerful, he was a little frustrated, "he was in nine newspapers to advertise, each is a small piece, turned over all, in the marketing of egalitarianism doomed." ”

Fast, tossing behind is the "crazy" culture, that is, through a strong executive power, and other companies to complete the work of different working systems to achieve the seemingly unreliable, difficult to realize the goal, and the staff is in the extreme excitement and anxiety through this period of time. For example, all headquarters personnel must be forced to work overtime during the Spring Festival, but to pay overtime exceeding the national standard several times; for example, in the bonus distribution system to take the "820 law", the first prize of the total bonus of 80%, second 20%, the rest of the people get nothing. Zeng Zhaoxia has been looking for Guangzhou Zhi Wolf Group Enterprise consulting company to do promotional activities. Zheng Boven, the company's founder, was most impressed when the two men first met, Zeng Zhaoxia told him directly, adding 20,000 yuan to the price of other companies. "I have cooperated with so many big bosses, others say can be cheaper, make a pile of requirements, he does not mention any request, you go all out." That time I felt that he did not follow the rules of the card, is a pattern of people. ”

Zeng Zhaoxia, speaking on several occasions, said entrepreneurship should be bold enough to spend money. 2014, tens of thousands of loans more than 40 million yuan, a total of 100 million yuan to buy a total area of more than 6300 square meters of the two buildings-Qian's total sales last year is 300 million yuan. He encouraged Zheng Boven to replace Highlander with Porsche, then he suggested that Zheng spend more than 30 million yuan to buy office space.

A Zeng Zhaoxia and its enterprises have a long-term in-depth study of the industry, said, had the courage, there is gambling, clearly the hands of the cards are not how, but can bluff and dare to card, out of the big cards, so that has not turned to bright cards, has won and has a bowl full of pots.

Quick modeling, war prequel.

1974, Zeng Zhaoxia was born in Hunan Shaoyang rural, home four children, he is the youngest. Zeng Zhaoxia's father worked in the power system, and the mother was a housewife. Although the family is not rich, but he did not worry about food and clothing, often have money to buy books. He was influenced by his mother, for example, to target, not to distract Trifles. "My mother's lifelong goal is to train us to college and build a red brick house." She never goes to gossip, and does not care about other people's gossip. Young, Zeng Zhaoxia like with the story of the adults, listen to their life experience, "when the soldiers, working outside, the elderly, all play with me particularly good." ”

1994, Zeng Zhaoxia into the Department of Management of Xiangtan University, and in the university as the president of the Students ' union. 1998, Zeng Zhaoxia graduated from university, went to Guangzhou, and served as sales salesman in Zhujiang Brewery. He was immediately dispatched to east China, where he was responsible for the market development in Zhejiang and Shanghai. There he received his first commercial enlightenment. He found that he could do business without too much capital. "Many customers, started 20,000, 80,000, 100,000, mostly still borrow, no education, no background, no relationship, in fact, I can also completely like them, and I also have someone to help me do the market." "2004, and Jin six Fu brand founder, Hua Group Chairman Xiangdong A meeting let Zeng Zhaoxia determined to start a business." "He is also Hunan people, I was watching him from the beginning of development to today." At this time, Zeng Zhaoxia has accumulated enough contacts and resources in the FMCG industry. Soon he left the Pearl River Brewery and started a business. Prior to his departure, the group leader had decided to serve as Secretary of the Board, but he still decided to start a business and refused the promotion.

Zeng Zhaoxia from their familiar field, by representing the manufacturer of the salesman into a liquor senior agents, he will do is still investment, marketing such work. His first stop was the Benxi of Liaoning Province, a place he viewed as "less competitive". The so-called weak competitiveness, refers to the local fast consumer goods dealer's marketing means very backward, let him have the space to try "in the south used a lot, and in the north is very rare" marketing methods. Zeng Zhaoxia to 20,000 yuan for start-up funds, rented an office, a warehouse and a façade. His goods are first from the manufacturer on credit, a cycle after the settlement with the manufacturers. Whether upstream manufacturers or downstream distributors, are Zeng Zhaoxia before the network resources.

In Benxi, Zeng Zhaoxia's men were everywhere--he worked with local distributors, to send a large number of promotional staff to supermarkets, nightclubs, restaurants, and to give a high open bottle fee; He let the promoter holding the billboard in the city shuttle, to passers-by hair gifts, he also specially in rainy days sent people to the streets, the people to send advertising umbrella. Zeng Zhaoxia's use of marketing means that local peers operating other brands are very passive, and officials in the city even criticized a meeting for disrupting market order. Despite the hatred and dissatisfaction of the peers, Zeng Zhaoxia was successful, and in the last two years, he and his partners a total profit of 700,000 yuan. The biggest inspiration of this first venture to Zeng Zhaoxia is that the ability to invest and marketing is an important factor in business success, and this kind of thinking still affects him.

A few years later, Zeng Zhaoxia suffered a business Waterloo. He and college brother brother-in-law do Pig iron trade, the other received his 500,000 yuan after the volume disappeared-Zeng Zhaoxia Most of the money has been pressed in the FMCG business, the money he borrowed. After the missing, the brother said to Zeng Zhaoxia, you can use your method to get the money back. The so-called "your method" is to let Zeng Zhaoxia find him in Shaoyang local "rivers and lakes" friends, through unconventional means to find each other, recovery arrears. Zeng Zhaoxia is not docile people, loyalty, but also have revenge, he had a small dozen dealers.

"But I didn't do that. Because if I spend my time in this place, I'm screwed--I'm going to spend a lot of energy trying to find someone, and what? So I did not take care of it at all, but did my own thing at once. "Considering that people who owe money are probably not able to afford this 500,000 yuan, he even intends to lend some money to each other, so that they have the opportunity to turn over, earn 500,000 and then return their own."

A year later, the people who owed money contacted Zeng Zhaoxia. He wondered why all the creditors were soporific, but Zeng Zhaoxia did not have any action. After hearing the explanation, he said, "You are one of the strangest of these people and the most likely one to succeed." He paid 120,000 yuan, and Zeng Zhaoxia didn't ask him for the rest of his money.

In a few years, Zeng Zhaoxia gradually embarked on the "diversity" of the road: In addition to continuing to manage the fast-food agency business, he became a mineral trader, developing a supply of raw materials to Red Star, a listed company that produces barium carbonate and strontium carbonate. He invested in women's luggage brand UQ, trying to build "female luggage industry Zara"; He also became an angel investor, and it would be easy to invest in a conference outsourcing company.

Zeng Zhaoxia involved in other businesses including advertising materials factory, small-scale real estate development, such as 12 kinds. Zeng Zhaoxia said that during that time he was a pure businessman, without any trade secrets, there are many people in South China do the same things as him. "Everything is based on your connections, based on limited resources. Everyone is a friend, mutual recognition, a business you introduce me to do, I did. There is no so-called main business, very messy, this project runs for a period of time, the project run for a period of time, arbitrary. ”

Chin is also one of the many investments in Zeng Zhaoxia during this period. Zeng Zhaoxia has several friends who work in popular beauty, and they tell us that the popular beauty of "product plus service" model cash flow is good, suggested that he imitate. At that time, Chin was a simple small company, opened a number of direct shop, "Find a OEM factory to do the supplier, and then to the popular beauty dug a few people come over, the whole is very common, very bitter force, very south of the entrepreneurial history." The word business model and strategy is too far away from the Zeng Zhaoxia. But he also stressed that, despite the limited investment, but Chin has been in a profitable state, but the investment in energy and the most money UQ is very miserable, "a loss of more than 20 million."

2011, Zeng Zhaoxia spend 4.8 million yuan to Guangzhou Shang DAO Marketing consulting company to provide enterprise advisory services, then thousands of annual sales but more than 10 million yuan. Sangdo Marketing founder Zhang with Zeng Zhaoxia signed up to participate in the entrepreneurial Black Horse camp activities. In the Dark Horse camp, Zeng Zhaoxia learned the most important management thought is focus, and this seemingly simple idea, he never in the past to think deeply.

At this time, put a lot of money UQ bags are still in the red. His classmates in the Dark Horse camp agree that a high user stickiness of the more likely to achieve success. Zeng Zhaoxia decided to do subtraction, stop all other projects, and concentrate on the chin.

"I do not struggle to make this decision, but colleagues and friends around me, they say, you do this, the money is not directly." No, really. "For the business that had been involved in the investment, Zeng Zhaoxia his share of the stake even to the other partners." Of course, in addition to UQ bags, Zeng Zhaoxia in other projects on the investment is not big, he played more is the middleman role, so cut the meat, he is not too distressed. November 14, 2012, after the delivery of all other investment projects, Zeng Zhaoxia formally returned to the CEO.

Restructuring the Entrepreneurial Team

"As a boss, if you don't stand on the front line, who's willing to work with you?" November 2012, Zeng Zhaoxia tried to ask the women's brand European Time Force Human Resources director Ven Jianlai Qian Shi as CEO, the result was the latter as a scolding. In the past few years, Zeng Zhaoxia has been keeping in touch with Wenjian, and he hopes that Wen will join the chin. But in Wenjian's view, Chin is a small company, he had joked Zeng Zhaoxia said that his annual salary may be used to lose half of the profits.

Zeng Zhaoxia became the lead eldest brother, he began to recruit sweep the lake's team. He called a man named Feng Jidong in Hunan and invited the latter to join Chin-chien. Feng Jidong in the jewelry industry in 17, has served as popular marketing general manager of the United States, and later set up a rapid fashion brand in Hunan Mini show. Over the past few years, Zeng Zhaoxia lobbied Feng Jidong to get out of the mountains, but they were rejected because von thought he had been "distracted from the general seriousness". The call, Feng Jidong agreed.

Feng Jidong want to be CEO, Zeng Zhaoxia No gesture, just let him first three months to the national jewelry, cosmetics enterprises-including popular beauty-to examine a circle, look at the industry hundred States. Zeng Zhaoxia explained: "First, he wants to be CEO, want to change a lot of things, but I think he is inappropriate, he is better suited to his present position; second, the industry bosses are some dreams are not very big people, and he is a dreamer, he ran a lap to know, only with me, he can do this thing. "Feng Jidong said that his control ability, innovation ability, and Zeng Zhaoxia integration of resources, cohesion team's ability is stronger."

Feng Jidong, who joins the chin, needs to deal with the Mini show's assets, including a 49% stake, a 50% dividend and several cars. Zeng Zhaoxia gave two ways to let him choose: First, return to Hunan to deal with the shares back to work, two, give up the mini show all the assets to work immediately. Feng Jidong chose the latter, and Zeng Zhaoxia the same way of disposal.

Feng Jidong is now the head of Chin's investment center. He has long been a hotel home, running in the Midwest market. Feng Jidong described himself as the artillery, the investment team described as cavalry. Feng Jidong around the regional market strategy, to explore large agents, the old agent of the thinking fence, let "cavalry" to the fastest speed in this area as much as possible to open new stores.

Once, Zeng Zhaoxia on a business trip to the search company phone, Headhunters told him that he is very appreciative of a professional manager can spare time to meet after half a month. Zeng Zhaoxia to the executive phone, immediately contacted him, about the next day 10 o'clock in the morning in the other city airport meet. At this time it was evening, Zeng Zhaoxia immediately booked the flight, the next morning to fly to the city. At the end of the meeting at the airport, Zeng Zhaoxia said: "I pay, enterprises are compared to others, but I appreciate you, hope to work together, this 800,000 cash to you, as you leave compensation, whether you come or not, we make a friend." "Three days later, the professional manager told Zeng Zhaoxia that he had decided to follow him."

Zeng Zhaoxia focus on doing after Chin, Wen Jian finally into the occupation. Zeng Zhaoxia did not let him immediately induction, but let him first put most of the savings to spend light: Buy a villa, buy a BMW, take the family to travel abroad one months. The sword obeyed. Wenjian said that in the past the heavy asset industry (pharmaceutical chain, women's chain, supermarket chain) competition is fierce, and by the impact of the electric business, a lot of thoughts are spent on reducing costs, the future of the imagination is not small, and the service industry, light assets, cash flow better, the future imagination space. It is said that Wenjian's salary has fallen by almost half in his work.

To spend money is Zeng Zhaoxia's demand for executives. Every time a business trip with an executive, Zeng Zhaoxia will help each other to book a five-star hotel, asking them to buy things at the airport, and these expenses are borne by the executive himself, the company is not reimbursed. Zeng Zhaoxia even asked every executive to spend less than 300,000 yuan a year on himself. In his opinion, the more you spend, the more power you earn. Thousands of human resources director Lu Yongkang joined the Qian, Zeng Zhaoxia first don't talk to him about work goals, but let him buy a car, in Panyu buy a villa. "If you dare to spend money, don't come over." Money is not enough I can lend you, you completed the performance target, I award you, not finished, give me back. ”

Offering a combination of fists

In Chin's, there is no common pyramid structure, but in the chairman of a number of peer groups, which is called "Waterfall" organizational structure. Each team has a similar set of functional departments, such as investment, recruitment, training, location, development, operation and so on. Typically, one or more teams are responsible for "attacking" an area. This kind of personnel organization, the working method and the army is very similar.

All executives under the market, this is the iron law of Chin. The company stipulates that executives should not have less than 17 days of market time per month. Senior executives under the market, in the inside of the other name is "Major General company commander System", that is, the treatment of senior executives and jobs, to do salesman things, to understand the agents, franchisee real needs and pain, with these industry veteran experience and ability to solve the problem efficiently.

September 2013, as the company's human resources director of Lu Yongkang was sent to Hunan, as a "battlefield frontline commander", responsible for the Hunan market investment, recruitment, training, operation and other work. By the end of that year, the Hunan branch of the shop from 60 to 93, later replenishment amount from 505,000 to 644,000 yuan. The 47-Year-old Zhinyongfu is the executive director of the chin. He used to be a financial institution in Hubei, the party and government leaders, 2007 joined the chin, successively responsible for finance, administration and other departments, is the company veteran. 2012 thousands of "two times" after, he often as "commissar" to various markets stabilize the morale.

Zeng Zhaoxia in the "democratic centralism": before the decision to make, the executive team can speak freely; Once the decision is made, not to question the outcome of the decision, everyone must follow the direction of the decision to achieve the goal. It is also one of the corporate culture and values of chin. Zeng Zhaoxia said: "If the meeting today decided to open 1000 stores this year, then will not allow the discussion to open 1000 stores rely on the unreliable, only to discuss what good plans to achieve this goal." ”

"Small area of high possession" is the idea of thousands of merchants, that is, to break the franchise industry in the area of protection, cancellation of the distance to open the shop limit, in the very small market to achieve the largest share. In the past, whether the industry's popular beauty or retail industry chain stores, in order to protect the interests of franchisees, in a certain area (such as county) only allowed to open a certain number of stores, and the store has a strict distance between the restrictions. Huaihua City, Hunan province, about more than 300,000 people, there are 5 thousands of thousands of shops. In order to create a model market, Feng Jidong continuously in Huaihua for four months, to persuade the old agents, looking for new franchisees, during the new store 31.

"In the single market share, the higher the brand in the small area, the more customers do not worry about your closing the shop, in addition, investment, recruitment difficulties will be reduced, management, operational support of the marginal cost will also be reduced." "Wenjian explains the advantages of the" small area high occupancy "strategy. Because the new open stores are joined nature, thousands of not only do not need to invest costs, and the more open shop, the more income.

Qian's income mainly comes from the following parts: I. Regional agents to pay the agency fees, three-year, 1.5 million yuan to 5 million yuan, the municipal level of hundreds of thousands of yuan; second, join the franchisee fee, each store 19800 yuan; third, new store for the first time distribution and other ancillary facilities procurement, about 100,000 yuan; Agents, franchisee follow-up replenishment payment; five, each store monthly payment of 400 yuan management fee; Six, franchisees, agents of the deposit, these fees are charged in advance.

Agents to obtain regional agent rights, open new stores no longer to pay the franchise fee, the regional franchisee to join the fee by the headquarters incentive to agents. If the monthly replenishment of a single shop exceeds 10,000 yuan, the headquarters will reward 22% of the goods profit to the franchisee. The company headquarters expenditure items include staff salary, travel expenses, enterprise marketing expenses, etc. Zeng Zhaoxia estimates that if the industry's gross profit margin is 80% or so, the duty net profit margin is 40% to 50%, and after-tax net profit margin can reach about 30%. The company's net profit margin last year was 19.6%, according to a popular US prospectus.

"Open shop size up, followed by a large number of stable income is the fundamental development of the company." "Zeng Zhaoxia said that at present and in the next few years, opening a new store will be the top priority," now the scale does not go up, talk about profit What is the significance? My goal is not to make this money, but to be the last big winner. ”。

Feng Jidong said: "Now, gold is everywhere, do not have to study how to dig, just get a good hoe." We are going to produce more hoes. It is more urgent to train more employees than to study fine management, with 20 girls I can open 5 stores. ”

At present, there is no information management system, each store daily income, customer number and other information, can only be written on the notebook. "We are in the process of rapid development, performance is the core, as long as the store performance can be guaranteed, what the problem is acceptable." "Zeng Zhaoxia the current of the chin than do a sports car, as long as the engine is not a problem, the steering wheel is not lost, tires do not explode, other parts of the damage temporarily do not care," now thousands of the scale is not enough to cultivate the degree of internal strength. ”

The future of the controversy

"When performance seems to grow, but not benign growth, but rely on marketing to maintain, the enterprise is easy to develop to a bottleneck after the fall, once the fall, the enterprise will face a huge test." This is my biggest concern for the rapid expansion of chin. Said a senior marketing expert who asked to be anonymous.

Talent is Zeng Zhaoxia at present rather anxious problem. Thousands of stores employees, mostly 20-year-old girl, they have just stepped into the society, not only to master disk hair, skin care, makeup three skills, but also to know how to open those sister or mother generation customers heart, let them produce consumption desire, it is some difficulty.

"As far as ornaments are concerned, is our production development comparable to that of Swarovski?" But our price is no cheaper than it. What does the customer buy? If you are a customer, I will not send a hair you will buy it? You buy a hairstyle, and this hairstyle is made of my products, the product is removed. You have to buy this product if you like this hairstyle. There are many cosmetics brands on the market, why let her buy thousands of products? The clerk can quickly give her a basic styling and care. You will find that if the employee does not master this skill, she will basically not have a single generation. Zeng Zhaoxia said, simply by selling solid products or service attitude, thousands of can not exist for a long time.

The senior marketing experts said that the Zeng Zhaoxia to do sales of the product is not very sensitive, and the services may not be able to provide long-term competitiveness. "How much does he know about the product, his hair technology, makeup technology?" like a bottle of beer, he only sells, doesn't care about the taste and workmanship of beer, which has caused him to disregard or ignore the product itself.

Zeng Zhaoxia said that from the jiuding investment and JD Olympus 2¥q amounted to nearly billion financing, will be a considerable part of product development and the establishment of Chin University. One of the functions of Chin's University is to train qualified make-up artist and stylist. Before the completion of the university, Chin and several vocational secondary schools in Hunan jointly set up a make-up and modelling training course.

"Within three years the company will certainly be able to develop, but also high-speed expansion, the future is hard to say, but its success is marketing, investment, join the success, not the rapid modeling industry success." The experts said that the rapid modelling industry is a sunset industry, the future space will become increasingly cramped.

Jiuding Capital Reply said, Qian's model, the future will first become a new channel model, and then form a service for women's open platform for the community, they are optimistic about the trend of rapid modelling industry.

Zeng Zhaoxia does not regard popular beauty as a competitor, and he hopes to become a "King of stores" like Adidas and Nike. Feng Jidong said he would cry when his size exceeded L ' oreal. The Hubei people, who like Mao Zedong, would like to experience the feeling of defeating foreigners. Zeng Zhaoxia to think bigger, and his goal is to open 300,000 stores worldwide.